. >> people are catching on to the healthcare benefits of grass fed. beef weren't really evolved to eat grain. >> i think most consumers eating tkpwraz-fed for the first time will be really challenged or really shocked or surprised, if you will of the flavor of grass finished beef because it is so much different than that of corn finished beef. >> advocates of what is known as the local food movement say the growing popularity speaks to changes in attitude about food and health. pete's family owns gourmet grocery stores in denver and he says it can get competitive when it comes to customers ordering from him but it all goes back to the more health conscious consumer. >> we like to say, know your farmer, know your food. so if we know where our food is coming from, right, if we know the people who are raising our food we can ask more detailed, more in-depth questions, we can learn more about what it is that we are consuming. >> getting back to that ranch jon, one interesting thing we learned is as the cows move along the range they are actually not just